11. We need to use our BRAND AMBASSDORS
so they can get some VIRAL BUZZ and our
COMMUNITY INFLUENCERS can EVANGELIZE
the PRODUCT SEEDING and create some
SOCIAL MEDIA about it. Then we’ll TWEET
about it and update our FACEBOOK status.
48. CHALLENGES:
• Fiskars was seen as the“milk and
saltine crackers”of their industry.
• Bland and not memorable.
• Internal skepticism that brand could stand for
something more than orange-handled scissors.
50. THE PASSION CONVERSATION:
Reframe the conversation from about scissors to about people
celebrating their creativity and sharing their personal lives
with each other.
Create and support a positive blog community, supported by Fiskars.
A community led not by the best technical scrapbookers,
but by the most passionate.
Empower the community to collaborate with Fiskars, share ideas,
and spread the love.
67. FISKATEERS SUCCESS:
• Less than 24 hours after allowing Fiskateers to be invited in,
we had reached our original six-month goal of 200 members.
• 600% increase in online conversations calling Fiskars by name
in first year of the movement.
• 1,800+ active and engaged Fiskateers within the first
12 months.
• Visitors to the site from 50 countries, and members from all 50
U.S. States as well as Canada, Australia, South Africa, the
United Kingdom, New Zealand, and other countries.
• In Q1 2007, stores that had a visit from a lead Fiskateer
experienced 3 times the sales growth of other stores.
(source: FISKARS sales dept)
• Currently 7,500+ members; 83% increase in membership
from 2007-2008.
• 85% of Fiskateers are highly likely to recommend Fiskars.
57% say they recommend Fiskars all the time. (source: 2008 Annual
survey)
68. PRODUCT INNOVATION:
• Fiskars’ product development engineers host live chats
with the Fiskateers.
• 26 online surveys to gather input and ideas in 2008 alone.
• Idea engine on site where Fiskateers can make
suggestions, and rate each others’ ideas.
• 30% community response rate for product surveys.
• Average 13 new product ideas per month.
• In 2008, Fiskateers named 12 new ink colors, Fiskars’ new
squeeze punches, and helped the Fiskars engineers redesign
4 paper trimmers and other products set to launch in 2009.
69. B E S T B U Y | A M P L I F Y I N G T H E M U S I C I N S I D E
70. Within each of us there is a song waiting to be let out.
Celebrated. Amplified. Whether you are 8 or 80. Looking
to perform for thousands or just your girlfriend. Whether
you are a beginner or a guitar God. The song should be
played. You feel the power of the music inside.
71.
72.
73.
74.
75.
76.
77. Cheat Sheet:
Why do people tell stories?
• Support A Cause
• Enable an Experience
• Ethos of a Brand